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房地产行业是我国经济发展的“龙头”产业,在房地产市场竞争日益激烈,以及中国加入 WTO 的背景下,房地产行业的发展模式将从注重规模和速度,向注重质量和效率方向发展,品牌环境将成为项目开发的核心。中、小房地产开发企业,作为构成该行业的主力军,面临着巨大的生存压力和发展机遇。如何在复杂的市场环境下,定位企业的战略,发展企业内部的资源,成为企业决策者必须做出的抉择。一、品牌优势将成为房地产企业的核心优势房地产业实施名牌战略的必然性是由房地产成为商品以及房地产市场经济体制逐渐建立的客观现实所决定的。与其他许多行业相比,我国的房地产纳入商品经济范畴的时间还不是很长,但它一旦成为商品,必然就要遵守商品经济的客观
Under the background of increasingly fierce competition in the real estate market and China’s accession to the WTO, the development mode of the real estate industry will focus on the scale and speed and on the focus on quality and efficiency. The brand environment Become the core of project development. Small and medium-sized real estate development enterprises, as the main force in forming the industry, are faced with tremendous pressure of survival and development opportunities. How to locate the strategy of the enterprise and develop the resources within the enterprise under the complex market environment has become the decision that must be made by the decision makers of enterprises. First, the brand will become the core strengths of real estate companies Real estate industry, the inevitability of the implementation of brand strategy is the real estate into commodities and the real estate market economy gradually established by the objective reality of the decision. Compared with many other industries, China’s real estate into the scope of commodity economy is not yet a very long time, but once it becomes a commodity, it is bound to comply with the objective commodity economy